A

SUMMER TRAINING REPORT

ON

FACTOR AFFECTING CONSUMER BUYING BEHAVIOUR TOWARDS

REAL ESTATE

SUBMITTED TO UTTRAKHAND TECHNICAL UNIVERSITY IN THE

PARTIAL FULLFILMENT OF

MASTER OF BUSINESS ADMINISTRATION

(TWO YEARS REGULAR DEGREE PROGRAME)

SUBMITTED BY UNDER THE SUPERVISION OF

RAHUL RANJAN MR. PRADEEP JOSHI

M.B.A (III SEMESTER)

BATCH- 2015-2017

QUANTUM GLOBAL CAMPUS

Mandawar (22km milestone), Roorkee-Dehradun Highway
(NH-73), Roorkee
Uttarakhand

DATE: -
 CONTENTS

Page No.

Certificate from Organization/ Institute 1

Acknowledgement 2

Executive Summary 3

Objectives / Sub objectives of the study

1. About Company / Introduction

2. About Topic
3. Research Methodology

a. Primary Data: Sampling design

a) Sample area
b) Sample size
c) Sample unit
d) Sampling Technique
e) Sampling instrument

b. Secondary Data

4. Analysis & Findings

5. Recommendations
6. Conclusions
7. Limitations and Scope of the study
CERTIFICATION OF COMPLETION AND ORIGINALITY OF WORK

This is to certify that the summer project roport titled Factor affecting consumer
buying behavior towards real estate has been accomplished by Rahul Ranjan under
my guidance and supervision. This project is being submitted by him / her in the partial
fulfillment of requirements for award of the Masters of Business Administration
from Quantum School of Business.

This work has not been submitted by him / her anywhere else for the award of any
degree of diploma. All sources of information and help have been duly mentioned amd
acknowledged.

Sikka group of infrastructure

Mr. Vaibhav Gangwar

(sales manager)
 ACKNOWLEDGEMENT

Preparing a project of this nature is an arduous task and I was fortunate enough to get
support from a large number of people to whom I shall always remain grateful.

I would like to record my gratitude to Sikka infrastructure for allowing me to undertake

this project.

I take this opportunity to thank Mr. Vaibhav Gangwar , sales manager of the company
for providing us an opportunity to work for sikka infrastructure.

I am also desirous of placing on record profound indebtedness to Mr. pradeep joshi. co-
ordinator of M.B.A department of Quantum School of Business, for the valuable advice,
guidance, precious time and support that he offered.

I would be failing in my duty if I do not acknowledge the gratitude to Dr. Rohit kuswaha,
director of Quantum School of Business, who motivated us a lot in carrying out this
project.

Last but not least, I would also like to thank all the respondent for giving us their
precious time and relevant information and experience, as and when required without
which this project would not been possible.

RAHUL RANJAN

DATE:-

Executive Summary
Slowing global demand is dampening growth in the Indian economy. This is
exacerbated by domestic issues including the slow progress of economic reforms, high
interest rates and a struggling agricultural sector. India's real GDP growth decelerated to
7.3% y-o-y in the third quarter (ending December 2015) of the 2015/16 financial year,
from 7.7% the previous quarter. However, we do expect the services and manufacturing
industries to perform well in 2016, which bodes well for continued demand for office and
industrial space.

Overall we see rental rates remaining stable in the office real estate industry in 2016.
The steady growth of India's IT and business process outsourcing (BPO) industries, as
well as the local pharmaceutical industry, has led to good demand for grade A office
space, putting upward pressure on rental rates in the premium segment. Meanwhile,
government reforms are conducive to small company start-ups, which could see
demand rise for lower grade property in less central locations.

In the retail segment, changes in regulation of foreign direct investment (FDI) should
lead to an increase in interest from foreign retailers, and thus a rise in demand for
space. This offers good long-term potential for the real estate industry, but in the short
term the pipeline of new supply will slow on the back of lower absorption rates. We see
rental levels remaining stable in 2016, although demand will be strong for premium
space.

In the industrial real estate sub-sector demand is set to be driven by India's strong
manufacturing industry, as well as its rapidly growing retail, particularly e-commerce,
sector. The autos industry is a major driver of demand, and is performing well. Demand
for premium logistics and warehouse space is good, although there is ample space
available, which is limiting the scope for rental rate rises.

The Indian economy has been resilient in the face of slowing global economic growth,
boosted by rising local demand. Along with the government's structural economic
reforms, this should lead to continued investment in Indian commercial real estate.

OBJECTIVES OF THE STUDY

The main objective is to determine the current consumer behavior levels of the
customers with regards to real estate.

The objective of research is to find out the factors affecting the consumer buying
behavior towards real estate.
To study and analyze consumer shopping behavior towards real estate.

To assess the behavior level of different type of customers shopping at real

estate.
To identify what type of strategies are suitable for the company to reach the
targeted customers
To identify effective a advertising sources which are influencing customer
purchasing behavior at real estate.
To find out how the consumers spent their incomes, time on the purchasing of the
products

.
 CHAPTER-1
INTRODUCTION

INTRODUCTION
Sikka group Established in 1986 by Gurinder Singh Sikka, Sikka group is engaged in
diverse fields like real estate developments, automobiles, hospitality, education, outdoor
advertising media business and filling stations. Like Indiabulls inaugural projects, the
group ventured into real estate development by participating in open auctions with
government bodies. Some of the groups completed projects include Sikka Palace in
Chandigarh, Sikka trade complex and Sikka Ekta House in Delhi.

Sikka Groups projects offer lucrative opportunities for investment, considering its large
portfolio in diverse segments of real estate which helped the company emerge as a
brand in the real estate market of delhi-NCR region.

ABOUT INDUSTRY
Sikka Group Housing& Commercial development industry is growing at a rapid pace but
the Challenge is getting the right service provides and builders or promoters. Sikka
Group of companies are today considered as one of the best housing and building
service provides and have a very rich and enviable track record. We have the best of
architects, builders, Chartered, engineers who can help identify the right area for such
home, apartment and other such residential construction. We have been able to create
a niche for ourselves in the field because of the simple fact that we understand the
construction and the domestic housing industry better than many others. This is
because of our rich experience in this field and our ability to offer different types of
solutions keeping in mind specific needs and requirements of customers.

We have been able to become so very successful because we have been able to
handover dozens of completed projects over the past many years. We have not
restricted ourselves to one geography but have spread our wings far and wide. We have
been able to acquire some of the best of lands in a fair and transparent manner where it
is a win-win situation for all those concerned and all the stakeholders. Further, we take
into account the needs of all sections of society and are able to offer the right kind of
homes, apartments and other such constructions taking into account budgetary
constraints and other factors into account.

Hence at the end of the day there is no doubt that we are just beginning to make our
presence felt on the constructions industry and it will not be long before we well and
truly move across regional and state boundaries and touch the lives of thousands of
home aspirants across the country. We are sure our previous records will speak for
themselves and we certainly will be setting new benchmarks.

COMPANY PROFILE
Name of the Organisation: Sikka Group

Head Office: VikashMarg, Block F, PreetVihar, New Delhi

Company Incorporated: IN 1986

Company Location: New Delhi

Founder: Gurinder Singh Sikka

Managing Director: Harvinder Singh Sikka

Vice President: Mr. Pulkit Singh

Product: Flats, Luxurious Apartments, Penthouse

Industry: Real Estate

Competitors: Pacific Golf Estate, Doon Square

Projects: Around 23
SIKKA GROUP COMMERCIAL AND RESIDENTIAL PROJECTS

There is no doubt that when it comes to quality home constructions, whether they are
flats, apartments, villas, penthouses or individual homes there is hardly any doubt that
they can offer the best possible solutions. They have been in this line of business for the
past many years and their track record is extremely good to say the least. The Sikka
Group offers the best of dwelling units cutting across various budgets and price ranges.
This is what makes them so very special. Further it also would be pertinent to mention
that they have also have an excellent track record for timely completion and handover of
projects and this is what well and truly makes them a complete service provides in the
true sense of the term.

There are a number of projects which they have successfully completed and they are
testimony to the quality, workmanship, architecture, style and luxury which they offer to
their customers. They are a constructions company who believe that tomorrow should
always be better than today. They work tirelessly towards fulfilling their main objectives
and are willing to leave no stone unturned towards this step.

Over the years they have come up with many successful projects and the customers
are very happy with the quality of construction, the quality of fixtures and fittings, the
quality of common outdoor facilities and other such offerings to their customers. Further,
all the projects which Sikka Group has completed are located in very goods areas and
all the amenities and civic facilities are within very short distances.

Hence, there hardly is any doubt that it offers the best value for money to customers. All
customers who have invested in properties of Sikka Group have seen their investments
many times over within a short period of time. This certainly is a big testimony to their
commitment and objective towards their customers.

SIKKA GROUP COMMERCIAL PROJECTS

1 SikkaKosmic Globe Noida

 Location: Sector 143B Noida
Type: Commercial
Starting price: 18,500/sqft
Payment plan: CLP

2 SikkaKaima Galleria Noida

Location: Sector 78 Noida

Type: Commercial
Starting price: 16,500/sqft
Payment plan: CLP

3 Sikka Downtown Noida

Location: Sector 98 Noida

Type: Commercial
Starting price: 17,500/sqft
Payment plan: CLP

SIKKA GROUP RESIDENTIAL PROJECTS

1 SikkaKimaantra Greens
Location: Sector 79 Noida
Type: Residential
Sizes: 1355-1555 sqft
Sizes (BHK): 3/4
Starting Price: 54.18-62.18 Lac
Payment Plan:

2 SikkaKirat Greens
Location: Greater Noida West
Type: Residential
Sizes: 640-1930 sqft
Sizes (BHK): 1/ 2/ 3/ 4
Starting price: 16.32-49.21 Lac
Payment Plan:

3 SikkaKaavyam Greens
 Location: Sector 143B Noida
Type: Residential
Sizes:
Sizes (BHK): 2/ 3/ 4
Starting Price:
Payment Plan:

4 SikkaKaamya Greens
Location: Greater Noida West
Project Area: 6 Acers
Type: Residential
Sizes: 890-1690 sqft
Sizes (BHK): 2/ 3/ 4
Starting Price: 24.50-46.47 Lac
Payment Plan: CLP

5 SikkaKaamna Greens
Location: Sector 143 Noida
Project Area:
Type: Residential
Sizes: 650-2075 sqft
Sizes (BHK): 1/ 2/ 3/ 4
Starting Price: 29.86-95.34 Lac
Payment Plan: CLP

6 SikkaKarnam Greens
Location: Sector 143 Noida
Project Area:
Type: Residential
Sizes: 590-1920 sqft
Sizes (BHK): 1/2/ 3/ 4
Starting Price: 28.40-92.44 Lacs
Payment Plan: CLP

7 Sikka Karmic Greens

Location: Sector 78 Noida
Project Area:
Type: Residential
Sizes: 585-1910 sqft
Sizes (BHK): 1/2/ 3/ 4
Starting Price: 27.88.15 Lac
Payment Plan: CLP
 8 Sikka Fortune Greens
Location: Narela, Delhi
Project Area:
Type: Residential
Sizes:
Sizes (BHK):
Starting Price:
Payment Plan: CLP

9 SikkaKrisha Greens
Location: NH-48 Meerut
Project Area:
Type: Residential
Sizes: 990-1633 sqft
Sizes (BHK): 2/ 3/ 4
Starting Price: 23.27 Lacs
Payment Plan:

10 Sikka Karma Greens

Location: Sector 4 Meerut
Project Area:
Type: Residential
Sizes:
Sizes (BHK): 2/ 3
Starting Price:
Payment Plan: CLP

11. SikkaKimaya Greens

Location: Dehradun
Project Area:
Type: Residential
Sizes: 585-1910 sqft
Sizes (BHK): 1/2/ 3/ 4
Starting Price:
Payment Plan:
 SIKKA COMPLETED PROJECTS

Project Name Address

Sikka Classic Home GH-249 Kaushambi

Sikka Plaza 1 & 2 LSC, 17 CGHS , Mayurvihar, Phase-1, Delhi

Sikka Complex Sikka Complex-5 Community Centre, PreetVihar,

Delhi

Sikka Building A-7, Jagatpuri, Shahdara, Delhi

Sikka Neat House B-125 , Hardevpuri, Delhi

Sikka Mansion 5 Local Shopping Centre Rashtriyajan,

savitaVihar, Delhi

Sikka Chamber 8 Local Shopping Centre, Dilshad Garden, Delhi

Sikka Palace SCO 62-63, Sector 34A, Chandigarh

Sikka M.S. Chambers C-1/A , Aruna Park, Laxmi Nager ,Delhi

SikkaAjiesh House 16/3, WEA, Abdul Aziz Road, New Delhi

Sikka Trade Complex 8 Local Shopping Centre, New Rajdhani Enclave,

Delhi

Sikka Galaxy Plot no- 9 LSC, ShreshthaVihar, Delhi

Sikka M. K. House 10A, Veer Savarkar Block, Shakarpur, Delhi

Sikka Building F-16, Main VikashMarg, PreetVihar, DELHI

Sikka H. K. House 6, Veer Savarkar Block, Shakarpur, Delhi

SikkaEkta House 678/1, Kabool Nagar, G.T ROAD, Sahadara,

Delhi

Sikka Building X- 415, Gandhi Nagar, Asia Biggest Garment

Market, Delhi

Sikka Plaza 1 Plot No. 1, LSC, 17 CGHS, MayurVihar, DELHI

Sikka Plaza 2 Plot No. 2, LSC, 17 CGHS, MayurVihar, Delhi

 Sikka Building JheelKhuranja, Delhi

ABOUT SIKKA KIMAYA GREENS, DEHRADUN

SikkaKimaya Greens is a leading residential project situation at prime location of
Dehradun, Sahastradhara Road. This project is offering 1 BHK, 2 BHK, 3 BHK, 4 BHK
and penthouse, luxurious apartments with excellent feature and facilities like separate
service lift double secured doors, convenient shopping centre, CCTV coverage for entry
/ exit and across entire development, communication system linked to each unit, 100%
power backup 24*7 treated water supply and etc.

Located on the Sahastradhara Road, "IT PARK" Sidcul this Residential complex is part
of the largest privately / Govt -owned development in the city that promises to offer
retail, entertainment, leisure, best-in-class office space "Various MNC BPO in same
compound.

SikkaKimaya Greens offers stylish, spacious and luxurious homes located at

Sahastradhara Road, IT Park Sidcul. SikkaKimaya Greens Residential complex is part
of the largest privately/Govt. -owned development in the city that promises to offer retail,
entertainment, leisure, best-in-class office space "Various MNC BPO" in same
compound and high-end residences SikkaKimaya Greens. Its proximity to the prime
locations of Dehradun makes it a perfect place for those looking for a home that's
secluded and yet, has everything within an arm's reach. Working with best-in-class
consultants, internationally acclaimed architects, light and design experts, sound and
acoustic specialists and experienced facility management teams, Sikka have earned a
name for building Super Luxury quality, themed environments and destinations. These
aesthetically designed premium apartments are a fine balance of the optimum use of
space and architectural flair.

SikkaKimaya Greens land allotted by state infrastructure and industrial development

corporation of Uttarakhand Ltd. and Designed by Renowned Architect form Singapore
'Broadway Malyan'. Broadway Malyan has been ranked as one of the top architectural
practices in the world. SikkaKimaya Greens will surely be a unique marvel which will
add more glamour and glitz to the home that you'll live in.

Sikka is a North India' leading premier Real Estate Developer, currently developing in
excess of 7 million sqft. of prime real estate, with over 12 projects in Northern Part of
the Country in different cities who has recently introduced the concept of branded office
spaces, with offerings at every level, from world-class corporate offices to large-scale
office campuses to signature boutique offices for growing businesses. Now Sikka has
further extended its promise of luxury living by introducing a Luxury project SikkaKimaya
Greens at Dehradun, the capital of Uttarakhand.

SPECIFICATION SIKKA KIMAYA GREENS

General

Earthquake resistant structure zone iv complaint designed by highly experience

structural engineers.
Super Structure:
Sheer wall structure with columns, r.c.c slabs and beams with brick wall partitions in
between.
Designed by it engineers (as per is code).

Flooring

Italian Stone.
Drawing & Dining.
Master Bedroom.
Lift Corridor/ Lift Faade
Powder Toilet.

Wooden Flooring

Bedrooms.
Study Room.
Tiles

Kitchen Floor (Anti-Skid Tiles).

Kitchen Wall (spanish Tiles).
Toilet Floor (anti-skid Tiles).
Toilet Wall (spanish Tiles).
Balcony (anti-skid Tiles).
Tarrace (Anti-skid Tiles).

Granite Stone

Master Toilet (floor/ Wall).

Powder Room (floor/wall).

Door And Windows

External Doors And Windows Made Of Upvc.

Internal Flush Doors With (teak Finish- Polish).
Main Entry Door with Designer Teakwood Finish .

Kitchen

Granite Top Working Platform.

Modular Kitchen.
Stainless Steel Sink.
Spanish Tiles 2 Feet Above Working Platform With Chrome Finish Sanitary ware.
(Jaquar/ Equvalient).

External Finish/Lift

Modern and Elegant Outer Texture with Weather Proof Paint with Stone With Plaster.
Decorative Lobby with Wood / Tiles and Texture Paint.
External Faade.
Exterior with Superior Paint Finish

Water Supply

Underground and overhead water tanks with pumps for uninterrupted water supply.

PNG Gas Pipeline

Provision for PNG gas connection gas bank.

SIKKA KIMAYA GREENS MASTER PLAN IN DEHRADUN
SIKKA KIMAYA GREENS SAMPLE FLATS AND BUILDING
 SIKKA KIMAYA GREENS FLOOR PLAN

Type 1 (Studio Apartment)

Type 2 (2BHK+4T+SR+Private Lift Lobby)

Type 3 (3BHK+5T+Family Lounge+ Bar +SR +Private Lift Lobby)

Type 4 (4BHK+5T+Bar+SR+Private Lift Lobby)

SIKKA KIMAYA GREENS PRICE LIST
SIKKA KIMAYA GREENS PAYMENT PLAN
 CHAPTER-2
INTRODUCTION TO THE TOPIC
 FACTOR AFFECTING CONSUMER BUYING BEHAVIOUR TOWARDS
REAL ESTATE.

INTRODUTION TO CONSUMER BEHAVIOR:

One thing that we have in common is that we all are consumers. In fact everybody in
this world is a consumer. Every day of our life we are buying and consuming an
incredible variety of goods and services. However, we all have different tastes, likes,
dislikes, and adopt different behavior patterns while making purchase decisions.

The term consumer behavior refers to the behavior that consumers display in searching
for purchasing using evaluation and disposing in searching for purchasing using
evaluating and disposing of products and services that they exact will satisfy o how
individuals make decisions to send their available resources (time, money and effort) on
consumption related items. It includes the study of What they buy, Why they buy,
When they buy it, Where they buy it, how often they buy it and how often they use.

DEFINITIONS:

Consumer Behavior (or Buyer Behavior) is broadly defined by various scholars &
researchers as:

1. Its the behavior displayed by the consumers during the acquisition, consumption
and disposition of products, services, time and ideas by decision making units.
2. It is the body of knowledge which studies various aspects of purchase and
consumption of products and services by individuals with various social and
psychological variables at play.
3. The behavior that the consumers display in searching for, purchasing, using,
evaluating and disposing of products and services that they expect will satisfy
their needs.
4. The process and activities people engage in when searching for, selecting,
purchasing, using, evaluating, and disposing of products and services so as to
satisfy their needs and desires.
 5. The activities directly involved in obtaining, consuming, and disposing of products
and services, including the decision processes that precede and follow these
actions.
6. The American Marketing Association (AMA) defines consumer behaviour as The
dynamic interaction of cognition, behaviour & environmental events by which
human beings conduct the exchange aspect of their lives.

Consumer behavior is helpful in understanding the purchase Behavior and preferences

of different consumers. As consumers, we differ in terms of sex age, education,
occupation, income, Family setup, religion, nationality and social status. Because of
this different background factors, have different needs and we have only buy those
products and services, which we think, will satisfy our needs.

A MODEL OF CONSUMER BEHAVIOUR:

A consumer decisions to purchase a particular product of service is the result of

complex interplay of a number of variables. The starting point of the decision process is
provided by the companies marketing stimuli in the shape of product, promotion, price
and distribution strategy.

Consumer often purchase new products that are associated with a favorable viewed
brand name.

The term consumer behavior refers to the behavior that consumer display in searching
for purchasing, using, evaluating and disposing of products and services that they
expect will satisfy these needs. The study of consumer behavior in the study of how
individuals make decisions to spend their available resources (time, money, effort) on
consumption related items. It includes the study of what they buy, why they buy,
when they buy, where they buy, how often they buy and how they use.
 DETAILED MODEL OF CONSUMER BEHAVIOUR

Consumer Consumer
Marketing Other
Characteristics Decision
Stimuli stimuli Process
Consumer
Cultural Decisions
Problem
Product Economic recognition
Social Product
Information
Price Technological
Personal Choice
Search
Place Political
Psychological Brand
Evaluation
Promotion cultural
Choice post
Decision
Dealer
Purchase
choice
Behavior.
Purchasing
Timing
Purchasing
Amount

FACTORS INFLUENCING CONSUMER BEHAVIOR

Cultural Factors

Social Factors

Culture Reference Personal Factors

groups
 Age and Life Psychological
Cycle
Sub Family Occupation Factors
Culture Economic Motivation
Circumstance
s Lifestyle Perception
Social Personality
Roles & Learning Buyers
Class and Self
Status
Concept Beliefs and

Attitudes

CULTURAL FACTORS:

a) Culture:

Culture is the most fundamental determinant of a persons want and behaviour. The

growing child acquires a set of values, perception preferences and behaviours through

his or her family and other key institutions. Culture influences considerably the pattern

of consumption and the pattern of decision-making. Marketers have to explore the

cultural forces and have to frame marketing strategies for each category of culture
separately to push up the sales of their products or services. But culture is not

permanent and changes gradually and such changes are progressively assimilated

within society.

Culture is a set of beliefs and values that are shared by most people within a group. The

groupings considered under culture are usually relatively large, but at least in theory a

culture can be shared by a few people. Culture is passed on from one group member to

another, and in particular is usually passed down from one generation to the next; it is

learned, and is therefore both subjective and arbitrary.

For example, food is strongly linked to culture. While fish is regarded as a delicacy in

Bengal, and the Bengalis boast of several hundred different varieties, in Gujarat.

Rajastan or Tamil Naru, fish is regarded as mostly unacceptable food item. These

differences in tastes are explained by the culture rather than by some random

differences in taste between individuals; the behaviours are shared by people from a

particular cultural background.

Language is also particularly culturally based. Even when a language is shared across

cultures, there will be differences according to the local culture; differences between

Hindi accents and choice of words of various places like Mumbai, Delhi or Bihar are

clearly understandable.

While cultural generalities such as these are interesting and useful, it would be

dangerous to make assumptions about individuals from other countries based on the

kind of general findings in Hofstedes work. Individuals from within a culture differ more

than do the cultures from each other: in other words, the most individualistic Indian is a

great deal more individualistic than the most conformist American. Having said that,

such generalisations are useful when approaching mass markets and are widely used

when planning mass advertising campaigns such as TV commercials.

Culture can change over a period of time, although such changes tend to be slow, since

culture is deeply built into peoples behaviour. From a marketing viewpoint, therefore, it

is probably much easier to work within a given culture than to try to change it.

b) Sub-Culture:

Each culture consists of smaller sub-cultures that provide more specific identification

and socialisation for their members. Sub-culture refers to a set of beliefs shared by a

subgroup of the main culture, which include nationalities, religions, racial groups and
geographic regions. Many sub-Cultures make up important market segments and

marketers have to design products and marketing programs tailored to their needs.

Although this subgroup will share most of the beliefs of the main culture, they share

among themselves another set of beliefs, which may be at odds with those held by the

main group. For example, Indians are normally seen as orthodox, conservative people,

but rich, up-market youths do not hesitate to enjoy night parties with liquor and women.

Another example is that, the urban educated or upper class exhibits more trace of

individualism although Indian culture is mostly collective in nature.

c) Social class:

Consumer behaviour is determined by the social class to which they belong. The

classification of socioeconomic groups is known as Socio-Economic Classification

(SEC). Social class is relatively a permanent and ordered division in a society whose

members share similar value, interest and behaviour. Social class is not determined by

a single factor, such as income but it is measured as a combination of various factors,

such as income, occupation, education, authority, power, property, ownership, life styles,

consumption, pattern etc.

There are three different social classes in our society. They are upper class, middle

class and lower class. These three social classes differ in their buying behaviour. Upper

class consumers want high-class goods to maintain their status in the society. Middle

class consumers purchase carefully and collect information to compare different

producers in the same line and lower class consumers buy on impulse.

Again there could be education considerations. A rich but not so educated people will

not normally buy a computer. We should consider another factor of social mobility where

a person gets up in the social ladder (for example, poor can become middle class and
middle class become rich or the children of uneducated family can attain higher

education) or down in the social ladder (for example, rich can become poor or the

children of a highly educated family may not continue study).

Therefore marketing managers are required to study carefully the relationship between

social classes and their consumption pattern and take appropriate measures to appeal

to the people of those social classes for whom their products are meant.

SOCIAL FACTORS:

References Groups: A persons reference groups consist of all the groups that have a
direct (face to face) are indirect influence on the persons altitude or behavior. This group
to which the person, belongs and interacts.

Family:

There are two types of families in the buyers life viz. nuclear family and Joint family.

Nuclear family is that where the family size is small and individuals have higher liberty to

take decisions whereas in joint families, the family size is large and group decision-

making gets more preference than individual. Family members can strongly influence

the buyer behaviour, particularly in the Indian contest. The tastes, likes, dislikes, life

styles etc. of the members are rooted in the family buying behaviour.

The family influence on the buying behaviour of a member may be found in two ways

i) The family influence on the individual personality, characteristics, attitudes and

evaluation criteria and

ii) The influence on the decision-making process involved in the purchase of goods and

services. In India, the head of the family may alone or jointly with his wife decides the
purchase. So marketers should study the role and the relative influence of the husband,

wife and children in the purchase of goods and services.

PERSONAL FACTOR:

Personal factors also influence buyer behaviour. The important personal factors, which

influence buyer behaviour, are a) Age, b) Occupation, c) Income and d) Life Style

a) Age:

Age of a person is one of the important personal factors influencing buyer behaviour.

People buy different products at their different stages of cycle. Their taste, preference,

etc also change with change in life cycle.

b) Occupation:

Occupation or profession of a person influences his buying behaviour. The life styles

and buying considerations and decisions differ widely according to the nature of the

occupation. For instance, the buying of a doctor can be easily differentiated from that of

a lawyer, teacher, clerk businessman, landlord, etc. So, the marketing managers have
to design different marketing strategies suit the buying motives of different occupational

groups.

c) Income:

Income level of people is another factor which can exert influence in shaping the

consumption pattern. Income is an important source of purchasing power. So, buying

pattern of people differs with different levels of income.

d) Life Style:

Life style to a persons pattern or way of living as expressed in his activity, interests and

opinions that portrays the whole person interacting with the environment. Marketing

managers have to design different marketing strategies to suit the life styles of the

consumers.

PSYCHOLOGICAL FACTORS:

Motivation: A person has many needs at any given time. Some needs are biogenic.
They arise from psychological states of tension such as hunger, tryst and discomfort.

Perception: Perception is defined as the process by which an individual selects,

organizes, intercepts, information, inputs to create a meaningful picture of the world.

NEED FOR THE STUDY:

Consumer behavior plays a major role for the growth of the company in the modern
market scenario. The basic idea of this study is to find the consumer behavior towards
real estate. The needs have to be recognized and necessary steps have to be taken to
make the changes.

India is growing rapidly and changes are dynamic. People are changing, the preference
and the demand is changing. The market also has to change accordingly.

The purpose of consumer behavior is not only for retaining the customers but also
attracting new customers and increasing the sales also creating and maintenance of
brand awareness.

In this competitive market the level of consumer satisfaction decides the success of any
product and any company. The night consumers have to be targeted and the right
strategy should be implemented at the right time. This will give the desired results.
Types of Consumer Buying Behavior

Types of consumer buying behavior are determined by:

Level of Involvement in purchase decision. Importance and intensity of interest in

a product in a particular situation.

Buyers level of involvement determines why he/she is motivated to seek

information about a certain products and brands but virtually ignores others.

High involvement purchases--Honda Motorbike, high priced goods, products visible to

others, and the higher the risk the higher the involvement. Types of risk:

Personal risk

Social risk

Economic risk

The four type of consumer buying behavior are:

Routine Response/Programmed Behavior--buying low involvement frequently

purchased low cost items; need very little search and decision effort; purchased
almost automatically. Examples include soft drinks, snack foods, milk etc.

Limited Decision Making--buying product occasionally. When you need to obtain

information about unfamiliar brand in a familiar product category, perhaps.
Requires a moderate amount of time for information gathering. Examples include
Clothes--know product class but not the brand.

Extensive Decision Making/Complex high involvement, unfamiliar, expensive

and/or infrequently bought products. High degree of
economic/performance/psychological risk. Examples include cars, homes,
computers, education. Spend alot of time seeking information and deciding.
Information from the companies MM; friends and relatives, store personnel etc.
Go through all six stages of the buying process.

Impulse buying, no conscious planning.

The purchase of the same product does not always elicit the same Buying Behavior.
Going out for dinner for one person may be extensive decision making (for someone
that does not go out often at all), but limited decision making for someone else. The
reason for the dinner, whether it is an anniversary celebration, or a meal with a couple
of friends will also determine the extent of the decision making.

5 Common Factors Influencing Consumer Behavior

Consumer behavior can be broadly classified as the decisions and actions that
influence the purchasing behavior of a consumer. What drives consumers to choose a
particular product with respect to others is a question which is often analyzed and
studied by marketers. Most of the selection process involved in purchasing is based on
emotions and reasoning.

The study of consumer behavior not only helps to understand the past but even predict
the future. The below underlined factors pertaining to the tendencies, attitude and
priorities of people must be given due importance to have a fairly good understanding of
the purchasing patterns of consumers

1. Purchasing Power

Purchasing power of a consumer plays an important role in influencing the consumer

behavior. The consumers generally analyze their purchasing capacity before making a
decision to buy and products or services. The product may be excellent, but if it fails to
meet the buyers purchasing ability, it will have high impact on it its sales. Segmenting
consumers based on their buying capacity would help in determining eligible consumers
to achieve better results.

Understanding, analyzing and keeping track of consumer behavior is very critical for a
marketing department to retain their position successfully in the market place. There are
various other factors too that influence consumer behavior apart from the four listed
above.

2. Group Influence

Group influence is also seen to affect the decisions made by a consumer. The primary
influential group consisting of family members, classmates, immediate relatives and the
secondary influential group consisting of neighbors and acquaintances are seen have
greater influence on the purchasing decisions of a consumer. Say for instance, the
mass liking for fast food over home cooked food or the craze for the SUVs against
small utility vehicle are glaring examples of the same.

3. Personal Preferences

At the personal level, consumer behavior is influenced by various shades of likes,

dislikes, priorities, morals and values. In certain dynamic industries such as fashion,
food and personal care, the personal view and opinion of the consumer pertaining to
style and fun can become the dominant influencing factor. Though advertisement can
help in influencing these factors to some extent, the personal consumer likes and
dislikes exert greater influence on the end purchase made by a consumer.

4. Economic Conditions

Consumer spending decisions are known to be greatly influenced by the economic

situation prevailing in the market. This holds true especially for purchases made of
vehicles, houses and other household appliances. A positive economic environment is
known to make consumers more confident and willing to indulge in purchases
irrespective of their personal financial liabilities.

5. Marketing Campaigns

Advertisement plays a greater role in influencing the purchasing decisions made by

consumers. They are even known to bring about a great shift in market shares of
competitive industries by influencing the purchasing decisions of consumers. The
Marketing campaigns done on regular basis can influence the consumer purchasing
decision to such an extent that they may opt for one brand over another or indulge in
indulgent or frivolous shopping. Marketing campaigns if undertaken at regular intervals
even help to remind consumers to shop for not so exciting products such as health
products or insurance policies.
 CHAPTER 3
RESEARCH METHODOLOGY
Research Process

The research process has four distinct yet interrelated steps for research analysis it has
real estate market:

Determination of information research problem.

Development of appropriate research design.
Execution of research design.
Communication of results.

Each step is viewed as a separate process that includes a combination of task, step and
specific procedure. The steps undertake are logical, objective, systematic, reliable,
valid, impersonal and ongoing.

Exploratory Research

The method I used for exploratory research was

Primary Data
Secondary Data

Primary Data

New data gathered to help solve the problem at hand. As compared to secondary data
which is previously gathered data. An example is information gathered by a
questionnaire. Qualitative or quantitative data that are newly collected in the course of
research, Consists of original information that comes from people and includes
information gathered from surveys, focus groups, independent observations and test
results. Data
gathered by the researcher in the act of conducting research. This is contrasted to
secondary data, which entails the use of data gathered by someone other than the
researcher information that is obtained directly from first-hand sources by means of
surveys, observation or experimentation.

Primary data is basically Collected by Getting questionnaire filled by the

respondents.

Secondary Data

Information that already exists somewhere, having been collected for another purpose.
Sources include census reports, trade publications, and subscription services. There
are two types of secondary data: internal and external secondary data. Information
compiled inside or outside the organization for some purpose other than the current
investigation Researching information, which has already been published? Market
information compiled for purposes other than the current research effort; it can be
internal data, such as existing sales-tracking information, or it can be research
conducted by someone else, such as a market research company or the U.S.
government.

Secondary source of data used consists of books and websites

My proposal is to first conduct a intensive secondary research to understand the full

impact and implication of the industry, to review and critique the industry norms and
reports, on which certain issues shall be selected, which I feel remain unanswered or
liable to change, this shall be further taken up in the next stage of exploratory research.

Research Design
Research design is a conceptual structure within which research was conducted. A
research design is the detailed blueprint used to guide a research study towards its
objective. It is a series of advanced decision taken together comprising a master plan or
a model for conducting the research in consonance with the research objectives.
Research design is needed because it facilitates the smooth sailing of the various
research operations, thereby making research as efficient as possible yielding
maximum information with the minimum effort, time and money.

Descriptive Research

STEPS in the descriptive research:-

Statement of the problem

Identifying the selling problems.

Selection or development of instruments for gathering the information.

Identification of target population and determination of sampling Plan.

Design of procedure for information collection.

Collection of information.

Analysis of information.

Generalizations and predictions.

Data Collection

Data collection took place with the help of filling of questionnaires. The questionnaire
method has come to the more widely used and economical means of data collection.
The common factor in all varieties of the questionnaire method is this reliance on verbal
responses to questions, written or oral. I found it essential to make sure the
questionnaire was easy to read and understand to all spectrums of people in the
sample. It was also important as researcher to respect the samples time and energy
hence the questionnaire was designed in such a way, that its administration would not
exceed 4-5 minutes. These questionnaires were personally administered.

Sample area

Market

Sample Size

The involving figures are out of 75-100 respondents.

Sample Unit

Employee of the company

Sample Technique

First of all we gave our introduction.

Than we clear our purpose of visit.
Then we asked them questions from our questionnaire.
We Used Simple random technique
 CHAPTER 4
ANALYSIS & FINDINGS
 QUESTIONNAIRE

1 Do you know Sikka Group?

a Yes (b) No

Particulars Respondent %

Yes 45 45

No 55 55
 Response

Yes
45 No
55

Interpretation:

Out of 100 respondents, but 45% respondent said yes in market and 55% respondent
said no.

2 Are you interested to know about Sikka Group in Dehradun?

a Yes (b) No

Particulars Respondents %

Yes 60 60%

No 40 40%
 Response

Yes
40
No

60

Interpretation:
Out of 100 Responds, 60% said yes but 40% said no because they are not interested to
know about Sikka Group.

3 Would you like to buy the Sikka Groups products?

a Yes (b) No

Particulars Respondents %

Yes 30 30%

No 70 70%
 Response

Yes
NO

Interpretation:
Out of 100 responds, 30% said yes because they wants to the products and satisfied
but 70% said no because the price is high and problem in location.

4 Why are you choosing Sikka Product?

a Facilities Base (b) Location (c) Price Base

Particulars Respondent %

Facilities Base 65 65%

Location 25 25%

Price Base 10 10%

Interpretation:
Out of 100 respondents, 65% say that buying facilities base choosing, 25% said that
location and 10 said that price based buying Sikka products.

5 Any specific services that you want from Sikka Group?

(a) Yes (b) No (c) Other

Particulars Respondent %

Yes 65 65

No 15 15

Other 20 20

Service

Yes
No
Other
Interpretation: 65% of total respondents said that the service is excellence keep
extra, 20% said no its service is slow and 15% no response .

6 Is there defect on these products or not?

(a) Yes (b) No

Particulars Respondent %

Yes 17 17%

No 83 83%

17

Yes
No

83

Interpretation:
 After analyzing all the respondents I found that only 17% respondents that they got
defect free finish products where as 83% found defective output i.e. finished product.

7 Will you think of changing your service of Sikka if better service are
provided ?

(a) Yes (b) No

22

Yes
No

78

Interpretation:
78% said that yes because they are attaractiv of this opportunities and 22% No because
they not interested because its payment procedure is not good.
 FINDINGS

We have done our project in two activity

1. Canopy Activity

2. Market Survey

What we find out about consumer behavior during our canopy activity

We find out that people have not much awareness about sikka group
because when we ask that have you ever listen about sikka so most of
people are not awar about sikka group

We also find out that most of people not taking interest in project because
some people are not able purchase property due to high price of it, and
other people who has purchasing power they are not take it as a smart
investment and one person asked us 'why should we invest in your project
in Dehradun when we getting better property in other places.

So we gave him information about our project that they providing so many
things in IT Park only like Commercial Mall, Nationalize Banks, LIC office,
IT companies and they providing other facilities also he was not interested.

Mostly people ask why should we purchase such costly property far from
our city so we gave them information that they give security camera and lift
facility but people were not intersected.

So many people come to our canopy by mistake cause they thought our
canopy is a canopy of any telecom company
 CHAPTER 5
RECOMMENDATION
 RECOMMENDATION

After this study we recommend things which are given bellow:

We recommend that they should be more concern about their price cause the local
builders providing better property in less price.

They should also improve their promotional activity cause most of people are not awar
of sikka group.

SikkaGroup has to implement good real estate industry implementation at warehouse.

The company can for the undertake R&D to improve the existing feature which field
help increase in the supermarket implementation at warehouse.

The company should promote about the entire feature offered by it.

As majority of the customer give opinion that they are satisfied is the factor, services
and design of the product of the company should taken not only maintain the existing
standard but also enhance them.

As majority of the respondents is real estate market.

Comfort feature of SikkaKimaya Greens, the company should maintain the same
standard and it is suggested to come up with suitable measure to reduce the negative
opinion among the consumer who is of the opinion that the fuel consumption is a
dissatisfying factor.

As such, Sikka Group should focus on the aspects, which will enhance the real estate
market.
CHAPTER 6
CONCLUSION
 CONCLUSION

After this study we reached at conclusion that:

People are more interested in constructed property.

People are more concern about price rather than facilities.

People dont wants to go far from their city not even for investment.

People are not much aver about sikka groupAccomplishing this project on factor
affecting consumer buying behavior towards real estate
was an excellent and knowledge gaining experience for me. Despite small sample size
for questionnaire this project helped me to know the view of customer and common
people towards the application.

Sikka are now a central feature of consumer marketing, they are important in building
long-term relationships with the consumer, irrespective of the type of market.

Consumer behavior is related to the strength of the brand in the memory, as reflected
by consumers ability to identify various brand elements under different conditions. It is
an established truth that a brand will come to a consumers mind when the consumer

I would like to suggest Sikka Group to indulge itself into Inbound Marketing, sponsor
events, hoardings and they can go for organic search results on search in market such
as Google which will help Sikka group to gain attention from its target group and
increase its market share. In Dehradun Sikka Group perform and its products sales on
the based facilities like flooring and good location.
 CHAPTER 7
LIMITATIONS AND SCOPE OF THE
STUDY
 LIMITATION AND SCOPE OF THE STYDY

It is well known fact that constraint and limitations are bound to be present in any study

and this also has some limitation as:-

1 The survey has been conducted only in few areas of company due to limited time.

2 It is very difficult to make employee understand the significance of conducting survey.

3 Lack of worker interest to answer the questions is also an important limitation.

4 Lack of knowledge of assembling has affected the research.

5 The information given by the worker/ employee may be false and biased.

6 In the market is very difficult communicate and convince of the customers.

7 During our canopy activity some time people misbehaved with us because they dont

want our canopy nearby their area.

8 Some people came to our canopy only for inquiry, they are the people who has no

purchasing power and not even plan of purchasing a property

BIBILIOGRAPHY
 BIBLIOGRAPHY

Text Books

Consumer Behavior: Albert J. Dells Bittas

Consumer Behavior: David L. Loudon

Principles of Marketing: Philip Kotler

Marketing Management: Philip Kotler

Websites:

www.consumerbehavior.com

www.sikkagroup.co.in
QUESTIONAIRE
 QUESTIONNAIRE

1. Do you know Sikka Group?

(a) Yes (b) No

2. Are you interested to know about Sikka Group in Dehradun?

(a) Yes (b) No

3. Would you like to buy the Sikka Groups products?

(a)Yes (b) No

4 Why are you choosing Sikka Product?

(a)Facilities Base (b) Location (c) Price Base

5 Are you satisfied with our services and infrastructure Design?

(a)Yes (b) No

6 Any specific services that you want from Sikka Group?

(a) Yes (b) No (c) Other

7 Is there defect on these products or not?

(a) Yes (b) No

8 Will you think of changing your service of Sikka if better service are
provided?

(a) Yes (b) No